Lipstick King Failed to Save Double Twelve

The Double Twelve Shopping Festival was the last online shopping carnival at the end of the year in China, but the return of top influencers this year failed to reverse sales.

(Credit: Website)

On December 10, Li Jiaqi, who had "disappeared" for 10 days, finally returned to the studio. On the other hand, the first live show of China famous actor Li Dan on Taobao has attracted a lot of attention.

Even if top insiders participate in the Double Twelve Shopping Festival, it is hard to cover up the fact that this year's shopping festival is cold. Many people in the beauty industry have told CHAILEEDO that "there is almost no brand stock this year" and "there is no enthusiasm".

From the data, Li Jiaqi launched a total of 35 beauty personal care products on the evening of December 10, and only 10 products have been sold out. In the live broadcast on the 11th, only 25 beauty personal care products were launched, and only 7 products were sold out. Compared with the Double 11, the Double 12 is a tragic battle.

Talk Show actor Li Dan, in the second Double 12 warm-up live streaming then plummeted, only 2.266 million watched, and beauty category sales are low, some product sales only single-digit.

Live streamers' attitude and arrangement for Double 12, reflected in the big data is also not ideal. According to the Tmall APP hot sales list compiled by Green Eye Intelligence for the Tmall Double 12 skincare and color cosmetics category hot selling single products, the highest selling product in the skincare category is only 60,000+ pieces, and the highest selling one in the color cosmetics category is only 20,000+ pieces.

When the big becomes the norm, the market tends to be saturated, and the network traffic of Double 12 has long faded. The 1-2 times a year promotion has become a weekly and monthly promotion, and the promotion "lowest price" has long been no longer scarce.

The various promotions of the just-passed Double 11 and Christmas have continued to drain consumers' purchasing power, as evidenced by the declining total retail sales of cosmetics.

"It's December 12 and the November 11 delivery hasn't arrived yet", the topic on Weibo has been read more than 87.27 million times. Affected by the epidemic and other effects, many consumers still have not received the Double 11 products.

The beauty industry has experienced logistical disruptions, production suspensions, and reduced disposable income as consumers suspend work. The desire to consume some non-essential products will naturally be reduced, and such a market downturn will continue for some time.